Improving In-Store
to Boost Conversion.
Klarna
Senior Product Designer
My role
My role
My role
I joined Klarna’s in-store team with the mission to elevate the customer experience for Klarna in-store. Together with the team, I led a broad discovery phase—studying real user journeys, mapping pain points, and uncovering gaps between digital and in-store touch points.
Through rapid ideation and iteration, we developed solutions that reduced friction at checkout, increased trust in payment flows, and made in-store purchases as seamless as Klarna’s online experience. The work provided Klarna with actionable insights and validated design directions to strengthen adoption of in-store services and support future growth.
FINTECH
DISCOVERY
PROTOTYPING
CONCEPT
VISUAL DESIGN
HANDS-ON
EXPERIENCE VISION
DESIGN EXCELLENCE
APP
Opportunities
Opportunities
Opportunities
Increase Conversion
How might we reduce friction at physical checkouts to increase conversion rates?
Increase Conversion
How might we reduce friction at physical checkouts to increase conversion rates?
Increase Conversion
How might we reduce friction at physical checkouts to increase conversion rates?
Human-Centered Mindset
How might we ensure teams solve for real human needs, not just technical delivery?
Human-Centered Mindset
How might we ensure teams solve for real human needs, not just technical delivery?
Human-Centered Mindset
How might we ensure teams solve for real human needs, not just technical delivery?
Identifying & Resolving Friction
How might we continuously detect, measure, and resolve friction points in the in-store journey?
Identifying & Resolving Friction
How might we continuously detect, measure, and resolve friction points in the in-store journey?
Identifying & Resolving Friction
How might we continuously detect, measure, and resolve friction points in the in-store journey?
Innovation & Iteration
How might we prototype quickly in real-world settings to validate what truly improves the in-store experience?
Innovation & Iteration
How might we prototype quickly in real-world settings to validate what truly improves the in-store experience?
Innovation & Iteration
How might we prototype quickly in real-world settings to validate what truly improves the in-store experience?
Simplify the Flow
How might we simplify complex steps so customers can complete payments quickly and confidently?
Simplify the Flow
How might we simplify complex steps so customers can complete payments quickly and confidently?
Simplify the Flow
How might we simplify complex steps so customers can complete payments quickly and confidently?
Reduce Cognitive Load
How might we minimize cognitive load at checkout so customers feel in control and confident?
Reduce Cognitive Load
How might we minimize cognitive load at checkout so customers feel in control and confident?
Reduce Cognitive Load
How might we minimize cognitive load at checkout so customers feel in control and confident?
Approach
Approach
Approach
Deep Discovery & Insights
Map end-to-end customer journeys across digital + in-store to identify friction points and conduct contextual research in retail environments (observations, shadowing, interviews with shoppers and merchants).
Deep Discovery & Insights
Map end-to-end customer journeys across digital + in-store to identify friction points and conduct contextual research in retail environments (observations, shadowing, interviews with shoppers and merchants).
Deep Discovery & Insights
Map end-to-end customer journeys across digital + in-store to identify friction points and conduct contextual research in retail environments (observations, shadowing, interviews with shoppers and merchants).
Shift to Human-Centered Mindset
Share research findings and pain points to ground discussions in human behavior, not just technical feasibility.
Shift to Human-Centered Mindset
Share research findings and pain points to ground discussions in human behavior, not just technical feasibility.
Shift to Human-Centered Mindset
Share research findings and pain points to ground discussions in human behavior, not just technical feasibility.
Rapid Ideation & Concept Exploration
Explore both incremental improvements (removing known friction) and big bets (new ways to shop and pay in-store). Build prototypes (lo-fi to hi-fi) for testing flows like tap-to-pay, QR code payments.
Rapid Ideation & Concept Exploration
Explore both incremental improvements (removing known friction) and big bets (new ways to shop and pay in-store). Build prototypes (lo-fi to hi-fi) for testing flows like tap-to-pay, QR code payments.
Rapid Ideation & Concept Exploration
Explore both incremental improvements (removing known friction) and big bets (new ways to shop and pay in-store). Build prototypes (lo-fi to hi-fi) for testing flows like tap-to-pay, QR code payments.
Impact and outcomes
Impact and outcomes
Impact and outcomes
Reduced friction at checkout through redesigned flows.
By mapping the current in-store experience, we rapidly iterated and introduced a QR-code flow tailored to physical retail. The result was a smoother interaction that saved time for both merchants and consumers while building confidence in Klarna’s in-store offering.
Reduced friction at checkout through redesigned flows.
By mapping the current in-store experience, we rapidly iterated and introduced a QR-code flow tailored to physical retail. The result was a smoother interaction that saved time for both merchants and consumers while building confidence in Klarna’s in-store offering.
Reduced friction at checkout through redesigned flows.
By mapping the current in-store experience, we rapidly iterated and introduced a QR-code flow tailored to physical retail. The result was a smoother interaction that saved time for both merchants and consumers while building confidence in Klarna’s in-store offering.
Innovation & Differentiation
Prototyped and explored new in-store payment concepts (e.g., QR, tap-to-pay). Identified which ideas resonated most with customers and merchants. Generated a pipeline of design directions for future in-store growth. To increase in-store conversions, driving more merchant adoption of Klarna.
Innovation & Differentiation
Prototyped and explored new in-store payment concepts (e.g., QR, tap-to-pay). Identified which ideas resonated most with customers and merchants. Generated a pipeline of design directions for future in-store growth. To increase in-store conversions, driving more merchant adoption of Klarna.
Innovation & Differentiation
Prototyped and explored new in-store payment concepts (e.g., QR, tap-to-pay). Identified which ideas resonated most with customers and merchants. Generated a pipeline of design directions for future in-store growth. To increase in-store conversions, driving more merchant adoption of Klarna.
Glimpse of outputs
Glimpse of outputs
Glimpse of outputs
